Scale Reviews

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The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!

Bob Moritz

Marshfield Clinic Research Foundation

Attitude Toward the Ad (Divergence)

The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.

Key Words

advertising, creativity, novelty, art, professionalism, differentiation

Newest Scale Reviews

Decision Comfort

Five Likert-type items are used to measure the degree to which a person experiences a feeling of... read more »

Decision Confidence (Comparative)

The degree of certainty a person has in the appropriateness of a particular choice in which one... read more »

Decision Conflict

With three, seven-point items, the scale measures how difficult a person believes it would be... read more »

Decision Goal (Gratification Seeking)

The scale is composed of four, seven-point semantic differentials that measure how much a person... read more »

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